Johnnie Walker

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For other uses, see Johnnie Walker (disambiguation).
Johnnie Walker
Type Scotch whisky
Manufacturer Diageo
Country of origin Scotland
Introduced 1820: Grocery store
1865: Scotch blending
Discontinued White Label
Variants Red Label, Black Label, Swing, Green Label, Gold Label, Blue Label
Related products Ballantine's, Chivas Regal, Cutty Sark, Dewar's, Vat 69

Johnnie Walker is a brand of Scotch whisky owned by Diageo and produced in Kilmarnock, Ayrshire, Scotland. It is the most widely distributed brand of blended Scotch whisky in the world, sold in almost every country and with yearly sales of over 130 million bottles.[1]

Contents

[edit] History of Johnnie Walker

Originally known as Walker's Killme Whisky, the Johnnie Walker brand is a legacy left by John ‘Johnnie’ Walker after he started to sell whisky in his grocer’s shop in Ayrshire, Scotland. The brand became popular, but after Walker's death in 1857 it was his son Alexander Walker and grandson Alexander Walker II who were largely responsible for establishing the scotch as a popular brand. Under John Walker, whisky sales represented eight percent of the firm’s income; by the time Alexander was ready to pass on the company to his own sons, that figure had increased to between 90 and 95 percent.[2]

Prior to 1860 it was illegal to sell blended (malt and grain mixed together) whisky.[3] During that time John Walker sold a number of whiskys — notably his own Walker’s Kilmarnock. In 1865 John’s son Alexander produced their first blend, Walker’s Old Highland.

Alexander Walker first introduced the iconic square bottle in 1870. The other identifying characteristic of the bottle is the label, which is applied at an angle of 24 degrees as specified by Kenny Smith who is another of Kilmarnock's more infamous exports.

From 1906–1909 John’s grandsons George and Alexander II expanded the line and introduced the colour names. In 1908, when James Stevenson was the Managing Director, there was a re-branding of sorts. The whisky was renamed from Walker's Kilmarnock Whiskies to Johnnie Walker Whisky. In addition, the slogan, "Born 1820 – Still going Strong!" was created, along with the Striding Man, a figure used in their advertisements for around fifty years.

They dropped Johnnie Walker White during World War I. In 1932, Alexander II added Johnnie Walker Swing to the line.

Johnnie Walker continues to be blended in Kilmarnock, with a large plant just north of the town's railway station. The historic bonded warehouses and company offices (now local authority) can still be seen in Strand Street and John Finnie Street.

[edit] An Uncertain Future?

On 1st July 2009, Bryan Donaghey, Diageo Managing Director for Global Supply Scotland, announced that Diageo intended to cease production of Johnnie Walker Whisky at the historic plant in Kilmarnock. Under a restructuring program across Scotland, production would be moved from the brands original home to Diageo plants in Leven, Fife and Shieldhall, Glasgow. The Johnnie Walker plant, the largest employer in the town of Kilmarnock, is intended to close its doors by the end of 2011.

News of the planned closure has had widespread media attention and condemnation from MPs, celebrities, as well as the townsfolk of Kilmarnock and whisky drinkers all around the world.

Following the decision, a public campaign started to persuade Diageo as a company to reverse this decision (see links section). Local politicians have vowed to work together, with central government support, to safeguard the historic links between Johnnie Walker and its hometown.

[edit] Blends

For most of its history Johnnie Walker only offered a few blends. In recent years there have been several special and limited bottlings.

[edit] Standard blends

Black Label, Limited edition for team McLaren Mercedes
  • Red & Cola – a premix of Red Label and cola, sold in cans and beer-bottle like bottles.
  • Black Label — a blend of about 40 whiskies, each aged at least 12 years. 80 proof. 40% ABV.
Black Label, standard US edition in 750mL Bottle
Johnnie Walker Swing
  • Johnnie Walker Swing — supplied in a distinctive bottle whose irregular bottom allows it to rock back and forth. It was Alexander II’s last blend: it features a high proportion of Speyside malts, complemented by malts from the northern Highlands and Islay, and is "almost as sweet as a bourbon."[6]
Johnnie Walker Green Label
  • Green Label — a vatted malt that is a blend of about 15 individual single malts, the signature malts being Talisker, Cragganmore, Linkwood, and Caol Ila – Aged 15 years. 86 proof. 43% ABV. Previously sold under the name 'Pure Malt'.
  • Gold Label — a blend of over 15 single malts, including the very rare Clynelish malt. It was derived from Alexander II's blending notes for a whisky to commemorate Johnnie Walker's centenary. His original efforts were thwarted by a shortage of these malts following World War I. Gold Label is commonly bottled at 15 or 18 years. 80 proof. 40% ABV.
  • Blue Label — Johnnie Walker's premium blend. Every bottle is serial numbered and sold in a silk-lined box, accompanied by a certificate of authenticity. There is no age declaration for Blue Label. 80 proof.
Johnnie Walker blends, by years of production, and from least expensive to most expensive.
Age 1865–1905 1906–1908 1909–1911 1912–1931 1932–1991 1992–1996 1997— Present
young
(blended)		 Old Highland Johnnie Walker
White Label		 Johnnie Walker
Premix / One
none given
(blended)		 Special
Old Highland		 Johnnie Walker
Red Label
12
(blended)		 Walker’s
Old Highland		 Extra Special
Old Highland		 Johnnie Walker
Black Label
none given[6]
(blended)		 Johnnie Walker
Swing
15
(vatted)		 Johnnie Walker
Green Label
15/18
(blended)		 Johnnie Walker
Gold Label
none given
(blended)		 Johnnie Walker
Blue Label







[edit] Special/limited bottlings

 This section does not cite any references or sources. Please help improve this article by adding citations to reliable sources. Unsourced material may be challenged and removed. (December 2008)
  • "Johnnie Walker Black Label Anniversary Edition" 1908–2008
  • Millennium Edition – a collectors edition of 12 year old Black Label was released in limited amounts in the year 2000.
  • Deco – a very limited number of 350 ml bottles were produced in beautiful Art Deco-designed bottles, hence the name of this blend.
  • Premier – a blend aimed specifically at the Japanese market.
  • Swing Superior – a limited edition variety based on the Swing blend, marked by its distinctive golden label. 86.8 proof.
  • 1939 Swing $1500
  • Celebrity
  • Johnnie Walker 1820 Decanter - A gift to employees to mark the 50 years of operation at the Kilmarnock distillery.
  • Liquer Whisky $1200
  • 21 year old – a rare aged variation of Gold Label. ($1200)
  • Quest – a very special blend, rarer than Blue Label. (~$500)
  • Honour – one of the most rare and most expensive blends of Johnnie Walker Scotch whisky.
  • Excelsior – a very rare double matured Scotch whisky, distilled in 1947, bottled in 1997. (~$1700)
  • Old Harmony – a rare blend marketed at the Japanese market. Very expensive. (~$850)
  • 15 year old Kilmarnock 400 Whisky – an extremely rare Gold Label blend bottled to mark the 400th anniversary of the granting of burgh status to Kilmarnock. Released in 1992 in very limited amounts. (~$850)
  • 150 years Anniversary 1820–1970 – the second most expensive of Johnnie Walker whiskies. (~$2,000)
  • Blue Label 200th Anniversary – 2005 saw Johnnie Walker's extremely limited bottling of its ultimate blend. A special release of cask strength Blue Label, in a special square Baccarat crystal decanter. It is the most expensive Johnnie Walker product, selling recently for over $3,599.99 a bottle.[1]
  • Blue Label 1805 – On July 25 2005, the makers of Johnnie Walker Blue Label celebrated the birth (200th Anniversary) of its founder with the release of just 200 bottles of a special edition blend, specially created by the Johnnie Walker Master Blender, Jim Beveridge. None of the 200 bottles were made available for retail sale. In recognition of John Walker’s entrepreneurial success in bringing whisky of the highest quality to the world, the bottles were presented to individuals deemed to have made the most significant contribution to modern life. It is estimated that each bottle is valued at 30,000 USD.
  • Blue Label King George V Edition - 2007 To recreate the Johnnie Walker blending style from King George V era. Oak casks dating back to the last century were used to age the whisky, sourced from distilleries operating during the reign of King George V. Special packaging in crystal decanter accompanied by an individually numbered certificate of authenticity.($550)[2]
  • Johnnie Walker Blue Label Mini Blended Scotch Whisky - a very rare item that includes a hand blown nosing glass and sealed tasting notes and booklet on blue label whisky, $250

[edit] Marketing

Every type of Johnnie Walker scotch has a different color as previously noted. The purpose is to denote the different type of scotch and to position them to be used for different occasions. For example, Johnnie Walker Blue Label is rare and expensive, and so it is intended to be used for special occasions.

Black Label, the most popular blend of Johnnie Walker, US edition in 750 ml bottle

A key feature of every bottle of Johnnie Walker scotch is the Striding Man logo. It was created in 1908 by an illustrator named Tom Browne to be a likeness of John Walker in traditional attire. In the logo, the man is walking forward, which Diageo says symbolises forward thinking and the pursuit for excellence. Diageo has created "The Striding Man Society" which is a members club for Johnnie Walker drinkers (Striding Man Society).

Another key aspect of its marketing is the slanted label. This was an advertising tool developed by Alexander Walker who thought it would help his bottles stand out on the shelf. [7]

[edit] Sponsorships

Johnnie Walker sponsors

[edit] In Popular Culture

 Lists of miscellaneous information should be avoided. Please relocate any relevant information into appropriate sections or articles. (June 2008)

A number of singers and songwriters have referenced Johnnie Walker in their works, including George Thorogood, Brand New, Leonard Cohen, Lynyrd Skynyrd, Lee Ann Womack, Sticky Fingaz, NOFX, Rory Gallagher, Asleep at the Wheel, Inspectah Deck, George Jones, Amanda Marshall, Jimmy Buffett, Elliott Smith, Ben Folds, Trent Willmon, Clutch, The Band, Van Morrison, Mashina, Covenant, Marius Müller-Westernhagen,The Streets, King Tee, Vampire Weekend, Prodigy of Mobb Deep, Joel Plaskett and ZZ Top. Lamb of god also named a song Black Label after they wrote the lyrics while they were drunk on this drink. Zakk Wylde's Black Label Society is named after the drink.

In "The Dirty Dozen" movie officer meetings scenes and in a camp scene actors drink black label.

Johnnie Walker whisky appears in fiction often, and Blue label is often used as an example of high-end scotch. The most notable example—in which the whisky was an unusually notable part of the story—is Haruki Murakami's novel Kafka on the Shore where a character appears named Johnnie Walker, his attire based on the red jacket, boots, cane, bow-tie and hat worn by the character in the product's logo. Johnnie Walker is extremely popular in Japan. This character is also a reference to real-life Joni Waka, the director of A.R.T. (Artist Residency Tokyo).

In an episode of The West Wing, White House Chief of Staff Leo McGarry describes Johnnie Walker Blue and his experience with it.

In the 2007 movie The Man from Earth, the character John Oldman reveals a bottle of Johnnie Walker Green to share with his friends. The original screenplay had called for the Johnnie Walker Blue.

In season 3 episode 16 of Entourage, Ari Gold is seen drinking Johnnie Walker Black Label after he flips out on his friend, Scott Siegel.

Referenced in the Placebo song 'Kings of Medicine' in the line that reads "Now that old buzzard Johnnie Walker has gone and ruined all our plans, our best made plans"

[edit] References

General references:

  • Scotch Whisky: A Liquid History by Charles MacLean. ©2003 Charles MacLean & Cassell Illustrated. ISBN 1-84403-078-4

Specific references:

  1. ^ Not Available
  2. ^ http://www.cigaraficionado.com/Cigar/CA_Features/CA_Feature_Basic_Template/0,2344,737,00.html
  3. ^ MacLean, Charles. Scotch Whisky: A Liquid History. ©2003 Charles MacLean & Cassell Illustrated. London, England. (ISBN 1-84403-078-4)
  4. ^ Mixing use per http://us.johnniewalker.com
  5. ^ Manchester, William (October 1988) [1988]. "The Lion Caged". The Last Lion: Winston Spencer Churchill, Alone 1932–1940 (Revised ed.). p 10: Little, Brown and Co.. pp. 756. ISBN 0316545120. 
  6. ^ a b One Sweet Swing | Travel + Leisure Golf
  7. ^ Johnniewalker

[edit] External links

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